After spending nearly £600,000 on an extensive advertising campaign on the London Underground, one sharp-eyed South African noticed that, in a series of adverts, the beach purporting to be on the south of France is actually Llandudno Beach, Cape Town.

The two beaches could hardly be further apart, with roughly 10,000 miles between the two. Or, to put it another way, nine days and 21 hours drive from each other.